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Clothing brand Laura Ashley has gone into administration for a second time
The clothing and furnishing group has 18 stores and 100 employees in Australia
Laura Ashley follows a list of Australian retailers forced out due to online booms

By Brittany Chain For Daily Mail Australia and Australian Associated Press

Published: 08:50 EST, 3 December 2018 | Updated: 09:13 EST, 3 December 2018

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Laura Ashley has gone into administration for a second time after it was saved from going out of business only two years ago.

The clothing and home furnishing group, operated under licence from the original Laura Ashley company in the UK, has 18 stores and 100 employees in Australia.

But two years since it was slimmed down and sold to a private buyer, the brand has been forced into administration again, falling victim to the same forces that have claimed a raft of Australian retailers recently.

Laura Ashley has gone into administration for a second time after it was saved from going out of business only two years ago

The clothing and home furnishing group, operated under licence from the original Laura Ashley company in the UK, has 18 stores and 100 employees in Australia

Famed for its feminine pastels and prints, Laura Ashley follows retailers including Roger David, Marcs, Pumpkin Patch, Payless Shoes and Rhodes & Beckett in entering administration, although some brands have survived under new owners.

KordaMentha Restructuring staffers Craig Shepard and Leanne Chesser had been appointed voluntary administrators for the floundering retailer.

'The business has been hurt by the same factors affecting many other fashion retailers: a becalmed retail environment, rising fixed costs and fierce competition from online retailers,' Mr Shepard said.

Laura Ashley entered Australia in 1971 and, at its peak, had more than 45 stores

'The capital requirements to revive and grow the business became too burdensome as retail conditions became tougher.'

Laura Ashley entered Australia in 1971 and, at its peak, had more than 45 stores.

The brand still had 38 stores in 2016.

KordaMentha said administrators' priorities were to review the business, look for buyers for both merchandise and brand licence, and to clear as much stock in the lead up to Christmas.

The first administrators' meeting is in Melbourne on December 13.